F1 Academy, the all-female developmental motor racing series organized by Formula 1 (F1), has bolstered its commercial portfolio by adding US beauty retailer Sephora as a new sponsor ahead of its season-opening race.
Under the new agreement, Sephora becomes the official beauty retail partner of the series and will provide its immersive glam bars and fan activations at select races during the 2026 season.
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The deal also includes a partnership with the F1 Paddock Club hospitality suite, which will host Sephora’s glam bars for guests at 17 Grands Prix across the 2026 F1 season.
As part of the deal, Sephora will sponsor a new end-of-year drivers’ celebration to showcase progress and performance throughout the season and support rookie Spanish driver Natalia Granada, whose car will feature Sephora colours and branding.
Deborah Yeh, global chief marketing officer at Sephora, said: “This collaboration will give us an incredible opportunity to engage with audiences from Shanghai to Austin, bringing our unique brand experience to fans while supporting the dreams of these athletes.
“We look forward to celebrating the synergy between sports and beauty and continuing to champion our shared values throughout the various races.”
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By GlobalDataThe deal adds to Sephora’s growing sports sponsorship stable, which includes Unrivalled, the 3×3 professional women’s basketball league, and the Toronto Tempo, Canada’s first WNBA basketball franchise.
Meanwhile, Sephora joins a list of high-profile sponsors of F1 Academy, including Tag Heuer, American Express, Gatorade, Lego, Puma, Salesforce, Standard Chartered, TeamViewer, Wella, Pirelli, and Aramco.
F1 Academy acts as a support series for F1, and this season will feature at seven GPs starting with this weekend’s Chinese GP in Shanghai (March 14 and 15) before heading to Jeddah for the Saudi Arabian GP (April 18 and 19).
Other F1 GPs the series is due to race at include the Canadian GP (May 23 and 24), the British GP (July 4 and 5), the Dutch GP (August 22 and 23), the US GP (October 24 and 25), and the Las Vegas GP (November 20 and 21).
Meanwhile, iconic US stock car racing series Nascar has announced a new partnership with discount platform Super.com as it continues its 2026 season.
Under the agreement, Super.com will integrate directly into Nascar’s digital platform to give fans access to various discounts for race weekends throughout the season.
Customers will also gain access to certain discounted tickets for Nascar’s Craftsman Truck Series and O’Reilly Auto Parts Series.
Beyond its digital integration, Super.com will activate the partnership at select Nascar-owned tracks and leverage hospitality and experiential offerings throughout the season to reward its members with premium access and experiences.
Craig Stimmel, senior vice president and chief commercial officer at NASCAR, said: “Our fans travel thousands of miles every season to be at the track.
“That’s what makes NASCAR unlike any other sport, and partnering with Super.com means we can make it easier on their wallets, from the hotel room or campsite to the infield and the grandstands.
“That’s the kind of value that keeps fans coming back race after race.”
Nascar’s regular season started with the iconic Daytona 500 on February 15 and is due to stage its fifth race of the season this weekend (March 15) with the Pennzoil 400 in Las Vegas.
